RTB is a mix of media and data. Indeed, when our servers are solicited on an impression, we check all the data that we have about the user in order to:
– Decide the auction that we are ready to put on this user.
– Deliver the best creative for this profile at the right moment.
RTB values are based on quality / media’ s prices stored on data for each user.
After ad delivery, we store statistical informations about the delivery (location, visibility, exposure time, user’s engagement ) to add value to the next ad impression on this ad space and for the user. Thus, targeting is refined in real time.